K-food in the U.K.

We were delighted to support this Korean food and drink (otherwise known as K-food) project for a new client based in Seoul.

Informed by the latest data and insight, we reported on K-food’s position in the U.K. food and drink market, as well as investigating the most popular Korean brands, dishes and products, and why they resonate so well with today’s UK consumers.

We highlighted the key influencers and drivers of the category, and pulled out key metrics for success across the international market. We expanded on the importance of health and sustainability when developing new K-food products, and prioritising a brand personality and positioning that resonates with millennials and Gen Zers. Younger, more digitally savvy consumers are particularly engaged with Korean culture across food, drink, music, TV and film, which presents particular demographic demands on NPD.

The client was delighted with the work, which has proved to be a great foundation for their next steps in new product development specifically for Gen Y UK market. We look forward to work together again in the future.